Spotlight
Celebrating New Collections and International Women’s Day
It’s hard to believe that it’s already March, but we’re seeing amazing positive movement within the industry with new collections and content being unearthed and investment in digital channels becomes an increasing focus as businesses look to go digital-first and create rich, customer first experiences.
We’re also taking some time this month to recognise some of the amazing initiatives that are surfacing as we celebrate International Women’s Day, including the launch of our own group, SheCommerce.
Tryzens launches SheCommerce
On the cusp of International Women’s Day, we are very proud to announce the formation of SheCommerce, aimed at giving women in digital commerce a forum to discuss how they can support upcoming talent, develop their skills and thrive in the industry. Since running various events with women in digital, we wondered how we could facilitate more discussion and advancement given our participants had so much to talk about and contribute. We will be running regular meetups across EMEA & APAC, make sure you register below to stay in the loop!
Lindeman’s is now carbon neutral
After 170+ years in business, Australia-based winery Lindeman’s, part of the Treasury Wine Estates family of brands, has committed to preserving the beauty of the Hunter Valley for generations to come. Working in partnership with the Carbon Trust, a global climate change and sustainability consultancy, Lindeman’s has measured the product carbon footprint of its glass and cardboard packaged range sold across Europe and has achieved carbon neutrality.
Distributed in over 100 countries, the Lindeman’s core range sold across Europe has been recognised for meeting the internationally renowned PAS 2050 standard. The PAS 250 standard focuses on key market trends and quantifiable topics such as delayed emissions, land use changes and recycling which are increasingly important considerations for consumers. Achieving carbon neutrality will ensure that Lindeman’s approachable and accessible wines, with an unfailing record of consistent quality and timeless appeal, will be shared with friends and family around the table for generations to come.
Sweaty Betty launches new foundation to support young women
And we are here for it! The Sweaty Betty Foundation is here to change habits and empower teenage girls to get moving, with only 10% of young women getting enough physical activity. For the first few years, the foundation will target girls aged 10-18 by supporting activity at home and in-school as well as studying the impact of the pandemic and it’s effect on physical activity. To kick off support for the foundation, Sweaty Betty have launched a limited edition IWD line, with 100% of profits going to support their initiatives and a new campaign, The Journey to Womanhood.
R.M.Williams launches 2nd capsule with Australian Designer, Marc Newson
Pioneering the modern-day work boot for the modern-day worker, Australian fashion label R.M.Williams has released the 2nd capsule of their Yard Boot 365 collaboration with designer Marc Newsome. A contemporary take on the original R.M.Williams Gardener boot, first introduced in the 1950s as an answer to “the combined effects of mud, water and sand” for those working in long grass, dairies, swampy or sandy conditions, the Yard Boot 365 embraces this concept of hardworking versatility and updates it for the modern adventurer.
A boot designed for thinkers, tinkers and creators and crafted for those with undeniable character, the unisex design made from one piece of leather was launched exclusively with global online luxury platform Farfetch and is now available to purchase in R.M.Williams stores and online. Of the new release, Marc Newson says, “As most of us have had to learn new ways of working and living over the past year, I hope this boot adds character to life’s everyday adventures.”
R.M.Williams’ CMO, Mathew Hayward added, “R.M himself coined the phrase The Country Boot that went to Town – The Yard Boot 365 embraces our roots while continuing to innovate as the man and the brand has always done. Made here in Australia, at our workshop in South Australia, this future icon launched in 2020 and saw 50% of sales be contributed to new consumers, with the strongest international performance for a new boot at launch. Marc has brought a new consumer, and a new boot to our loyal consumers with his Undeniable Character.”
Annoushka launches “helping hands” in celebration & support of International Women’s Day
In a commitment to support the Women Supporting Women Network backed by the Prince’s Trust and give back to those most in need, Annoushka have released a specially designed set of pendants to depict the help and support that “represent the kind of support that these young girls can access through the Women Supporting Women network.”
The mission of Women Supporting Women is simple: to provide the right help to nurture, empower and inspire young women to build their own futures through employment, self-employment, education or training. By purchasing any item in the range, including the pendants, £35 will be donated.
Seafolly raids it archives for new collection
Creating swim and beachwear founded on heritage, quality, and style, Seafolly has raided their vast archives to inspire their latest collection. In looking back through their rich heritage, they came upon original sketches and swatches from 1989 by head designer Genelle Walkom. The release of a re-imagined Bodycheck collection, featuring influential models Gabriella Brooks, Tahnee Atkinson and Elle Wagner modelling five key silhouettes, toes the line perfectly between classic and modern.
A brand with a truly international appeal, Seafolly is sold in over 1,600 stores in 51 countries through its retail stores, eCommerce site, retailers and major online sites. The company has the capability to manage the customer experience from end-to-end with shipping to Australia, Singapore and the US through its own eCommerce site.
Zimmermann debuts new retro-inspired collection
Australian luxury fashion brand Zimmermann has debuted its new Fall 21 collection that is a welcome return to putting the fun back in fashion. Inspired by Countdown, the Australian music program that aired in the ’70s and ’80s, the collections aims to spark joy after a pared-back and serious approach fashion in 2020.
Simultaneously, with the introduction of denim to its ready-to-wear offering, Zimmermann is taking a more casual approach to style as consumers shift to a more casual wardrobe. Some of the more compelling pieces in the collection were a bit simpler, like the brands first-ever jeans offering featuring denim you can’t easily find elsewhere with sleek designs and bespoke details.
Check out highlights from the fashion show
The party rages on for Showpo
As a brand whose core market was dresses, party wear and special occasion apparel, Showpo had to quickly look at building out other parts of the business when events stopped on a global scale. Starting with a fully established eCommerce platform meant that when the pandemic hit last year, the company was equipped to handle change. Its development and brand refresh has breathed new life into the brand, with founder Jane Lu and her team building connections with shoppers and diversifying to flatter the changing shopper sentiment in order to understand the change in customer behaviour.
No stranger to external economic challenges, Showpo was launched 10 years ago during the GFC, the brand has focused on improving internal processes, cutting costs and finding efficiencies. Over the last year, the brand has been able to operate a lean business at scale while continuing to expand its product range, markets, technology and its team internationally. Lu emphasies that for Showpo, “2020 has really taught us the value in having that flexibility.”
Fortunately, social media is one of the most flexible and significant channels of communication for Showpo, who have focused on content creation, creativity and targeting by creating rich video content and leveraging organic growth using apps like TikTok. The accelerated the growth of digital commerce has further fueled the rise of the Gen Z shopper, who interacts with social media on a global scale, and has allowed Showpo to turn its social channels into a useful tool to better understand the young customer base’s changing needs.
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